Still, the timing and the message seem like a clear attempt to remind consumers what Apple believes sets its phone apart from the competition.

"What makes an iPhone unlike anything else?" the site reads. "Maybe it’s that it lets you do so many things. Or that it lets you do so many things so easily. Those are two reasons iPhone owners say they love their iPhone. But there are many others as well."

It then provides a detailed list of 12 reasons including great battery life, the camera (the world's most popular, according to Apple), Siri and iCloud.

Meanwhile, investors' anxiety about the Galaxy seemed to have eased a bit. Apple's stock was up 1.86% or $8.24, to $451.90 in midday trading Monday. That follows a rise of $11.16 on Friday, the day after Samsung revealed the Galaxy S4.